Briefly Outline the Key Features of a Cognitive-Behavioural Approach to Counselling - Free Essay Example

Sample details Pages: 5 Words: 1445 Downloads: 8 Date added: 2017/09/15 Category Advertising Essay Did you like this example? Briefly outline the key features of a cognitive-behavioural approach to counselling and discuss some of the ways in which this approach differs from one of the other main approaches to counselling. In part two reflect on and write about which of the two approaches discussed in your essay you prefer and why. This essay will explain key aspects of a cognitive-behavioural approach to counselling. Revealing how this method of counselling differs from the psychodynamic approach, and demonstrating my preferred method. The first of these approaches ‘Cognitive-behavioural’ is an umbrella term for a method of counselling comprising several approaches. It evolved from behavioural psychology founded by J. B Watson; an American psychology professor whose 1919 publication entitled Psychology from the standpoint of a Behaviourist largely influenced this approach. (McLeod (2008) p. 132) The first basic premise to cognitive-behavioural counselling involves client and counsellor collaborating, breaking problems down into individual parts, examining, modifying and changing them for a successful outcome. Don’t waste time! Our writers will create an original "Briefly Outline the Key Features of a Cognitive-Behavioural Approach to Counselling" essay for you Create order The second is the value of a scientific approach. Just as scientists employ hypotheses, experimentation and evaluation in their work; the cognitive-behavioural counsellor does the same. This is demonstrated in the counsellors’ constant observation and evaluation of change in clients. The third is closely monitoring the cognitive process through which people observe and control their behaviour. (McLeod 2008 p132) The aim of Cognitive-behavioural counselling is to empower clients to recognise irrational thoughts, modify feelings and behaviour by changing thought processes. The Client aims to focus on specific goals but thinks in an illogical fashion, producing detrimental emotions. The connection between thought and behaviour are the epicentre of this approach; the founder of Cognitive therapy; Beck, concluded; observing how patients viewed themselves was more important than traditional psychoanalytic tactics he’d previously practised. Beck explains â€Å"I was struck by the fact a patient’s cognitions had an enormous impact on his feelings and behaviour† (McLeod 2008 p143) Beck believes a client’s emotional and behavioural problems aren’t shaped by certain events, instead; ersonal interpretation of events are key to feelings and behaviour. Albert Ellis created RET- rational emotive therapy. Focusing on the resolution of emotional-behavioural difficulties not only affecting the client but also impinging upon others and empowering people to experience lives that are more positive. To illustrate; the A-B-C method used i n RET states: A stands for the activating event leading the client to feel C, which represents the emotional or behavioural consequence of the event. Yet; Ellis believes A is not responsible for C instead, it is the individuals’ B or beliefs about the event that could include past or present or future internal or external events. The role of the cognitive-behavioural counsellor is akin to a coach encouraging clients to improve, stating confidence in clients’ abilities to succeed, motivating, praising alongside clients. There is homework, writing and role-play that must be adhered to in cognitive-behavioural therapy and failure to do so results in the counsellor assuming the client is unwilling to change their behaviour for the better. (Word count 440) The psychodynamic approach to counselling has its roots in Sigmund Freud’s psychoanalytical theories in which Freud’s analysis of clients link these premises: One-Emotional difficulties lie in a person’s childhood events. Two-We are not consciously aware of childhood experiences due to repressed memories that we cannot recognise as they live in the ‘unconscious’ part of our brain (Freud categorized the unconscious as a ‘part’ of the brain). Three-unconscious matter presents itself surreptitiously during therapy, in our fantasies and dreams and as an emotional response of transference (redirection of feelings) towards the counsellor. McLeod 2008 p130) Anna Freud; the youngest of Freud’s children; and psychoanalyst, updated her father’s theory on ‘defence mechanisms’- seven stages of forces determining behaviour manifesting themselves through defence mechanisms. Within the psychodynamic approach are various consi derations and decisions regarding how to best to help the client when the counsellor is aware of a client displaying the mechanisms of defence and the conflict it causes a client. (McLeod 2008 p 96-97) The psychodynamic counsellor will use various strategies to assist clients. One such method is ‘Transference’, the counsellor’s presenting themselves as neutral; encouraging clients’ to project feelings or behaviour onto the counsellor, brought about by experiences or relationships. The reason for neutrality is for the counsellor’s assurance that whatever feelings are projected towards them, it’s not anything the therapist has caused due to remaining detached, the client ‘transfers’ an image of a family member or someone who influenced them onto the counsellor. Transference enables the counsellor to make clients aware of such projections so the client can recognise this and prevent it happening in future relationships. Transference is a feature of psychodynamic methodology, useful in determining clients’ histories that aid counsellors in seeing why clients repeat unhelpful patterns behaviourally. Just as a client can project transference, the therapist can experience ‘counter-transference’ whereby a client evokes feelings from the therapist akin to those of others in contact with the client. It is useful to the counsellor because counter-transference provides an insight into relationship commonalities and lifestyle of a client. There will be focus on specific issues or life events that their client has sought counselling to resolve. A client’s problems can be interpreted as developmental, childhood issues that need resolving. The person will repeat patterns of problematic behaviour and thoughts until gaining enlightenment on how to resolve recurrent difficulties. (Word count 389) As this essay has demonstrated, the two approaches outlined lead to conflicting interpretations by counsellors regarding clients. In psychodynamic counselling, a reasonable, connection between counsellor and client is regarded as an ending achievement. By contrast, cognitive-behavioural counsellors assume clients’ can be ‘taught’ practical strategies as opposed to psychodynamic methods, which use an enriching, therapeutic approach by analysing clients’ early lives. Within Cognitive-behavioural, there is little focus on (past) problems unlike psychodynamic theory, instead; ‘solution-focused’ (current) techniques help clients manage their moods quickly with new thought patterns aiming to replace irrational thoughts for rational. Psychodynamic rationale sees the counsellor as a ‘specialist’ with the knowledge to analyse people and treat accordingly consequently there’s no overt collaboration of client with counsellor as in cognitive-behavioural. Transference is a feature of psychodynamic methodology, useful in determining clients’ histories that aid counsellors in seeing why clients repeat unhelpful patterns behaviourally whereas cognitive-behavioural doesn’t recognise childhood and the unconscious and turns to the here and now. (Word count 160) I prefer the cognitive-behavioural approach because I’ve spent too much time focussing on my past that’s often hazy in memory, especially early childhood memories which are therefore difficult to recount and analyse. Although the past is relevant to who I am, I need to learn coping strategies presently. I was diagnosed with depression and anxiety 12 years ago and manage it with mild medication. To me, it is logical to change one’s cognitions in order to achieve happiness. I can’t envisage any resolution without changing something. Once learned, I could employ new techniques of CBT when needed. It would be convenient, practical and immediate which gives me hope and confidence in its potential success. I haven’t experienced a useful outcome from previous counselling that I’ve undergone for depression. I believe the reason for this is because I’m only eligible for up to a maximum of 12 sessions on the NHS and can’t afford to self fund further counselling. Although CBT is not perfect, as I‘ve demonstrated in this essay, I respect its value of the scientific approach. I like that; if a technique isn’t serving its purpose, I could re-evaluate or try another with the guidance of a CBT counsellor. The idea of positive praise, encouragement and the aforementioned immediacy, greatly appeals to me. I have a wealth of life experience, empathy and a yen to help people overcome psychological distress, or cope better with mental illness. This is what has motivated me to study a psychology degree with a view to becoming a psychologist. (Word count 255) References McLeod, J. (2008) Introduction to counselling [Ed. D. Langridge], Maidenhead/Milton Keynes, Open University Press/The Open University. Introduction to counselling, ibid, p. 132 Introduction to counselling, ibid, p. 143 Introduction to counselling, ibid, p. 130 Introduction to counselling, ibid, pp. 96 to 97 Self-evaluation The parts of the material I feel I have gotten to grips with best are the summaries and appraisals at the end of the chapters of the course book, as they are a good reminder and great clarification for anything that I might not have understood at a first read. I have found the book very deep and overly detailed in places which can sometimes confuse me. I may need help on TMA 2. I would have preferred one or two tutorials too.

Arabic Coffee Free Essay Example, 1250 words

Similarly, many others who might have had access to the coffee beyond the soils of Middle East must equally be stocking some stories about the uniqueness of the Arabic coffee. There are numerous steps involved in the preparation of Arabic coffee. These include coffee beans selection, picking the necessary spices to be used and establishing the blend. For many people, coffee is a passion. However, one has to practically experience traditional Arabic coffee in order to tell the big difference that exist between it and other coffee types (Illy and Viani 30) available in other parts of the world such as Europe. In fact, there are many variations that exist even within the Middle East itself. But what really distinguishes Arabic coffee from others? The uniqueness of Arabic coffee is embedded in the beans selection as well as the roasting method. The roasting of the coffee beans varies from moderately roasted to very dark roast. In between the two extremes are various levels of roasting. In certain occasions, beans of different levels of roasting are blended and spices added to the mixture. We will write a custom essay sample on Arabic Coffee or any topic specifically for you Only $17.96 $11.86/pageorder now Unlike other coffee brands such as the Italian coffee, which is often drunk with milk, Arabic coffee is taken without milk and only spices can be added instead of milk. The use of spices gives Arabic coffee a taste distinct from the rest of coffee that you have probably taken anywhere across the world. Dimashq, Ramallah, Riyadh together with Amman are the four major brands of Arabian coffee. Guidelines on how to order and drink Arabic coffee In the Middle East, the methods of preparation and serving of coffee vary significantly when compared to the Western countries. Coffee preparation method in the Middle East is often referred to as â€Å"Turkish Coffee† while others prefer to call it â€Å"Arabic Coffee†. Coffee is commonly referred to as â€Å"ahwa† in the Middle East. However, there are variations in how coffee is called in the region based on the dialect. Nonetheless, the variations are not far from each other and they refer to a common thing, coffee. When one is offered coffee or whenever he or she is making an order for coffee, he or she should inform the host or serve if sugar should be part of the coffee to be served. Indeed, for those who take sugar, it is usually added in the process of coffee preparation, but not after the preparation is finished. In many cases, Arabic coffee is tart and it is for this reason that many individuals find it necessary to add some sugar to reduce the tartn ess.

The Argument About The War On Iraq - 2003 Words

The Argument about the War on Iraq The United States attacked Iraq on March 20, 2003, after months of threats and a long military buildup. It cooperated with more than thirty-one countries for this invasion. One of the biggest events of the past decade, the Iraq war has been dominating news outlets, especially in the Middle East. This war has caused the biggest casualties of civilians in the history of Iraq and the US Army for several decades. According to the The Invasion of Iraq: A Balance Sheet by Brian Jenkins, The Iraq War cost the lives of 4,480 U.S. soldiers and at least 3,400 U.S. contractors. In addition, 31,928 American soldiers were wounded in action, many suffering serious disabilities that will impose a continuing burden†¦show more content†¦The war in Iraq lasted for eight years and resulted in many casualties; the cost of the war was tremendous. The reason for the war changed as time went by, starting with getting rid of weapons of mass destruction and then, when the weapons of mass destruction were not found, the name changed to Iraqi Freedom. A debate between two writers that emerged of the war in Iraq shows different perspectives. Writer John Mueller, who holds the Woody Hayes Chair of National Security Studies at Ohio State University, makes the case against war on Iraq. Also, writer Brink Lindsey, who is a senior fellow at the Cato Institute, is in favor of this war. This paper will examine the perspectives as reported by both John Mueller and Brink Lindsey as they argue about the case of the United States invading Iraq. I will conclude from the evidence that the war on Iraq was unnecessary and counterproductive because it increased not decreased the terrorism, refugee crises, cost lives and money without achieving any of its objectives. John Mueller explains his opinion in his article, and he is against this war. The reasons that led to this war are the weakness of the Iraqi military and the lack of support by the regime. Mueller clarifies that it was unlikely that Hussein would attack the United States because any conflict with a Western country would lead to weakening his control over the nation. According to the article What s the Rush? by Mueller, The Kurds have

Allegory and Truman Show - 774 Words

Allegory and Truman Show The Allegory of the Cave has many parallels with The Truman Show. Initially, Truman is trapped in his own â€Å"cave†; a film set or fictional island known as Seahaven. Truman’s journey or ascension into the real world and into knowledge is similar to that of Plato’s cave dweller. In this paper, I will discuss these similarities along with the very intent of both of these works whose purpose is for us to question our own reality. In his Allegory Plato shows us how a man ascends from the darkness of a cave to the light of the outside world. In this ascent Plato’s man passes through four distinct stages of cognition: from imagination, to belief, understanding, and finally knowledge. Imagination In this†¦show more content†¦However, his reality is now based on these objects vs. what is truly real. In Truman’s second phase he starts to believe that something is wrong with his world based also on his perception and his common sense. First, his father Kirk who had been written out of the show years earlier sneaks back onto the set. This sends Truman into a teenage flashback of his last moments with Lauren a girlfriend that had tried to tell him the truth before she was written off to Fiji. He also notices that the radio is following him around and people all around him are acting very strange. At this point he does not know what is wrong but he knows he is onto â€Å"something big† as he tells his â€Å"best friend† Marlon. Understanding Some might disagree at precisely which point Truman â€Å"sees the light† and begins to understand what is really happening. Like with Plato’s cave dweller the process of understanding is a slow one. â€Å"He will require to grow accustomed to the sight of the upper world. And first he will see the shadows best, next the reflections of men and other objects in the water, and then the objects themselves†¦Ã¢â‚¬  In the same way Truman’s accent into understanding was a slow process. The scene where he notices that his wife is crossing her fingers in one of their wedding pictures is that crucial moment. From that point on we get the feeling that he has gone from assuming there was something wrong toShow MoreRelatedEssay on Allegory of the Cave/Truman Show Analysis856 Words   |  4 PagesAllegory of the Cave/Truman Show Limited Knowledge, truth (or revelation), reality, and idealism are some of the common themes expressed in Plato’s Allegory of the Cave and the film â€Å"The Truman Show.† The differences can be found in the way Plato allows some of the prisoners to remain unknowing, by giving them an almost fear-like stance involving the truth of their world, and how to free themselves. 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On television, it is largely debated which show was the first â€Å"reality TV show† since some may class them anywhere from game shows to documentaries, such as â€Å"Survivor† or â€Å"COPS†. Reality TV centers around characters who engage in current day life and situations, often true situations which are unscripted and spontaneous, captivating audiences by putting them in the shoes of cast members to see if they judge situations

Morally chaotic world In King Lear Free Essays

Shakespeare presents a variety of ways in which moral chaos is brought about, including the disruption of the natural order and the characters possession of typically corrupted morals, even going as far as questioning the morals of his own society. However, having different principles in a modern audience, we tend to have different interpretations of ‘moral chaos’ to that of a contemporary audience. In king Lear, Shakespeare arguably does create a ‘morally chaotic world’, particularly trough the notion of the ‘natural order’ being disrupted. We will write a custom essay sample on Morally chaotic world In King Lear or any similar topic only for you Order Now The betrayal of the children against their fathers illustrates a significant disruption of nature, as it was considered natural and necessary for children to have unfaltering obedience for their parents, particularly their fathers. When Cordelia publicly refuses to obey her father’s wishes, she goes against the true qualities of a 17th century daughter in the natural order and it is arguably this initial rebellion that causes the suffering and tragedy throughout the rest of the play. According to feminist critics, Cordelia’s refusal to flatter Lear can be interpreted as an opposition to Lear’s authority and thus a direct challenge to the natural patriarchal order of the seventeenth century, the short emphatic sentence ‘Nothing’ stressing this assertiveness. We also see this betrayal of the father in the character of Edmund. By claiming ‘’I find it not fit for your o’er looking’’, not only does Edmund feign innocence, but he also portrays himself with overt concern for his father, reinforcing his false virtue. Edmund’s initial silence makes his soliloquy in the next scene in which he exclaims ‘’Legitimate, Edgar. I must have your land’’ exciting and surprising to the audience. The audience is privy to the Edmund’s scheming which creates a sense of dramatic irony, however in most productions; the Machiavellian Edmund is played as a ‘suavely intelligent, rather dashing figure’, creating a paradox as he is clearly evil yet alluring to the audience at the same time. Illegitimates were problematic for the rigid early modern social structure and were viewed as ‘extras’ that society struggled to accommodate. Therefore to a contemporary audience, the poor treatment of Edmund would come as no surprise; however a modern audience would interpret such extreme views on illegitimacy as immoral. As modern critic Foakes comments, â€Å"Edmund is the most dangerous and treacherous of the characters. Yet, he begins from a cause that we cannot identify as unjust†, illustrating how to a modern audience, Shakespeare does create a morally chaotic world through the poor treatment of Edmund, as the seventeenth century societal norms are so foreign from that of ours. Lear’s abdication can also be viewed as morally chaotic, as it was strongly believed in Jacobean society that Kings were chosen by divine right. In Lear’s pledge to ‘’express our darker purpose’’ the use of the adjective ‘darker’ to describe his actions illustrates the unnatural nature of such a decision. In Jacobean society, a king was an agent of God, and so it was seen as God’s responsibility to decide when his reign should end. A king’s handing power down the throne was against the divine order, and it was believed that Satan, through various evil spirits, was responsible for all attacks on the divine order. In Macbeth, a similar play, when King Duncan is murdered, the natural order is breached and chaos ensues: the day becomes as dark as night, Duncan’s horses turn wild and eat each other and a civil war breaks out. From a New Historicist stance, critics such as Tennenhouse argue that Shakespeare illustrates what happens when there is a ‘catastrophic redistribution of power’, therefore promoting the oppressive structures of the patriarchal hierarchy. However, other critics suggest that the tragedies occur because of society’s already ‘faulty ideological structure’, particularly emphasised in the David Farr production through the skewed girders, broken windows, sizzling strip-lighting and the eventual collapse of the flimsy kingdom walls. Moreover, Shakespeare appears to be presenting a morally chaotic world through the way in which the characters can be seen as possessing seen corrupted morals, motivated purely by materialism as opposed to moralistic values. We see this in the elegant and superficial speeches of Gonerill and Regan who claim to love Lear ‘Dearer than eyesight’, the hyperbole in these statements highlighting their manipulative nature and greed for worldly goods. Their actions throughout the rest of the play prove the fabrication of these initial promises. Johnson comments that King Lear is a play in which the ‘Wicked prosper and virtuous miscarry’. I find this view accurate as the audience can witness how the Machiavellian characters such as Gonerill and Regan are rewarded for their materialism, and given total rights over the kingdom, whereas the virtuous characters such as Cordelia and Kent are punished for their honesty and moralistic values, consequently demonstrating a world of chaotic morals. Lear himself is presented as morally ambivalent, similar to Claudius in Hamlet, initially valuing riches and reputation, which were the very things that fuelled his disillusionment and moral blindness. The love test he uses to bribe his daughters with ‘the largest bounty’ can be seen as an obvious attempt to buy their love and consequently boost his self-image. His rash reaction to Cordelia’s refusal to perform, pledging to ‘disclaim all paternal care’ illustrates how his hubris stops him from being able to differentiate between his honest daughter and his deceitful daughters. It also demonstrates the way in which the antagonists exploit the hamartia of the protagonist, heightening the tragic nature of the play. However, towards the end of the play, Lear’s character undergoes anagnorisis and so he comes to possess more virtuous principles. In Act 3, for the first time he recognises the plight of the ‘Poor naked wretches’ that are forced to ‘bide the pelting of [the]pitiless storm’, the alliteration in ‘pitiless’ and ‘pelting’ demonstrating the extreme suffering endured by those in poverty. Through Shakespeare’s emotive lexis, Lear is presented as regretful, empathetic, and compassionate, which directly contrasts with his initial selfishness and fixation with worldly things, and it is this contrast that presents a sense of moral confusion. On the other hand, through employing moral characters that remain virtuous throughout the play, Shakespeare doesn’t present a completely morally chaotic world. Cordelia’s character is the personification of virtue and morality, creating a direct juxtaposition with the immoral, Machiavellian characters such as Gonerill and Regan. When required to bargain her love for rights over the kingdom, she comments â€Å"I cannot heave my heart into my mouth†, portraying her honest nature. The idiom â€Å"heart in your mouth†, which suggests nervousness or fear, demonstrates that Cordelia does not see any reason to fear losing the land, emphasising her lack of materialism and strong moral compass. Expanding on this, Lear later describes her tears as â€Å"The holy water from her heavenly eyes†, the alliteration of ‘holy’ and ‘heavenly’ stressing her virtue and linking her to the Gods. Foakes comments â€Å"The optimistic thrust of Edgar’s moralizing hints at the possibility of a happy ending. ’’ The play concludes with the moralistic character Edgar reigning over England, and although good characters such as Cordelia die, (which wasn’t received well by Shakespeare’s original audience), evil is ultimately eradicated whilst good triumphs. By the end of the play, Evil can even be seen to be eradicated by evil itself. Gonerill poisons Regan, and mentions in an aside after Regan feels the effects â€Å"If not I’ll ne’er trust medicine†, the secretive nature of this aside presenting her murderous and calculating nature. Shortly after, she commits suicide, which would have been seen as a great act of sin by a Jacobean audience, but ultimately evil defeats itself, evoking a rebalancing of morals and a move back towards the natural order. The play clearly descends from the embodied values of medieval morality plays, which was a popular form of drama in the sixteenth and seventeenth centuries. These plays present a direct conflict between good and evil, and ultimately the evil and chaos must be destroyed, and a moral lesson is learned. Overall, there are many aspects of King Lear that evoke a seeming moral chaos, however by the end of the play, as in all morality plays, the chaos is removed and moral order is restored, resulting in catharsis for the audience. How to cite Morally chaotic world In King Lear, Papers

Making Us Understand The Nature Philosophy â€Myassignmentghelp.Com

Question: Discuss About The Making Us Understand The Nature Philosophy? Answer: Introducation The main objective of the United States Marine Corps is to safeguard the policies of the nation when the military forces alone cannot do it. In order to explain this to all the citizens, the Marine Corp proposes to undertake this mission and thinks of explaining it to us by making us understand the nature, philosophy and the theory of war (Roach 2013). Further, it is this very understanding that must be the main principal factor behind our preparation for the war. The Marine Corp concept is one that explains what are the best and conditions in a war fighting doctrine (Dettmer et al 2015). The term maneuver means bringing about a change in order to gain a positional advantage. The very term maneuver means devising the ways of performing in the warfare in such a way so that there can be some additional benefits or some added advantages over the enemy armies. The most important part is that of time management or better known as the maneuver in time, that is the there has to be a generat ion of the fast paced method or a fast paced war tactics that would give a faster operating tempo and it will not enable the enemy army to supersede this tempo by any means possible. Another important aspect is that this war fighting maneuver system does not believe in just wearing down the defense system of the enemies but the method it believes in is just somehow entering into the enemy camps, ripping them, and tearing them apart. This indeed is a very important aspect of this mechanism system as it denies the enemies the time that is needed to think and take the action to resist the attack (Connell and Evans 2015). This makes the enemy very much tensed and he loses his nervous control which is needed for taking apt actions and he is rendered morally shattered and this consequently also shatters his physical cohesion and strength (Roach 2013). This proves to be a much helpful tool by which the mental strength and moral of the enemy is broken rather than attacking and destroying him physically. Even if the enemy continues to fight, he will not be able to continue for a longer time period as he will force of fighting effectively has already been and will eventual ly be eliminated. However the soldiers following this philosophy of marine corps has to keep in mind that fire powers and guns are not to be totally avoided (Askin, Irmak and Avsever 2015). They are to be used only in times of larger purposes that is they are to be used at very decisive points when there is the opportunity and the need of destroying the enemy elements. The main purpose of the maneuver system is to destroy the strength of the enemy side and make the enemy side weaker in order to reduce the intensity of the fight. . The main objective of this maneuver system is to make the enemy see not only a situation that is depressing or deteriorating but also it has to be deteriorating in extreme amounts. An important aspect of this maneuver system is the element of surprise or suddenness. It is very important to know the perceptions and the expectations of the enemies and then attack them decisively at an unexpected time and place. Further it is essential to check that the enemies do not find the soldiers or their actions to be predictable, and in order to appear unpredictable it is important that the soldiers should be following the maneuver system which will help them to avoid the set code of conduct. Further, they must try and appear very much unpredictable, ambiguous and also threatening so that the enemies are unable to predict their future moves beforehand (McGra 2015). Just like every battle, the maneuver system also teaches the soldiers to follow the principles of courage, the right temperament to deal with the uncertain situations (Dettmer et al 2015). It needs the soldiers to have a proper willingness and an attitude to take up any challenges and have a bold and exploitati ve mindset, which is needed to attack and plunder the enemy bases as and when needed. One needs to know the qualities that make this philosophy unique among the rest. It believes in the fact that war is after all a human enterprise and so one must never avid the human traits like proper communication, personality, willpower etc. This philosophy is the of the belief that no matter whatever the level of technology might be involved in the warfare, the human traits must never be avoided and must be of utmost strength (Compier 2014). Another very important aspect of this maneuver system understands the gap and surfaces that is what can be a surface in one case can be a gap in another. All these characteristics of this philosophy can be taken under one umbrella of strategic operations that is the soldiers following this maneuver system must be very much quick and alert to work as per the operational design of the missions and can also quickly change it as and when the situation demands ( Connell and Evans 2015). It is with the help of all these aspects that will enable the Marine Corps to win battles against their peers in the coming years and will be successful in contesting their operations across all the different domains in the future operating environment as is stated in the Marine Operating Concept Reference List Askin, O., Irmak, R. and Avsever, M., 2015, May. Cyber warfare and electronic warfare integration in the operational environment of the future: cyber electronic warfare. InSPIE Defense+ Security(pp. 94580H-94580H). International Society for Optics and Photonics. Compier, T., 2014. Helikopterns roller inom manverkrigfring: En studie av helikopterns frmgor kopplad mot Linds teori om manverkrigfring jmfrd med tv fallstudier (Operation Desert Storm 1991 och Operation Iraqi Freedom 2003). Connell, M.E. and Evans, R., 2015.Russia's Ambiguous Warfare and Implications for the US Marine Corps(No. DOP-2015-U-010447-FINAL). CNA ANALYSIS AND SOLUTIONS ARLINGTON VA. Dettmer, H.W., Newcomber, M., Berra, Y. and Kissinger, H., 2015. Strategic navigation: Strategy development and deployment. Kujawski, A.V., 2016.Cyberspace actions in a counterinsurgency(Doctoral dissertation, Monterey, California: Naval Postgraduate School). McGraw, W.R., 2015.Beyond Mission Command: Maneuver Warfare for Cyber Command and Control. NAVAL WAR COLLEGE NEWPORT RI JOINT MILITARY OPERATIONS DEPT. Roach, J.D., 2013.Understanding USSOCOM and US Marine Corps Roles in Crisis Response and Limited Contingency Operations. MARINE CORPS COMMAND AND STAFF COLL QUANTICO VA.

Strategic Technology Plan

Question: Many writers have referred to the potential opportunities and challenges the Internet presents for managing a businesss marketing, communications, finance, or human resources functions. The increased global access of the Internet can result in new areas of business as well as increased revenues from current business activities. There have also been discussions about the issue of organisational size and other established variables of organisational design being less relevant in this new digital economy as the basis of supply-chain management is moving towards extensive outsourcing and collaborations. Indeed, details of suppliers, their products and pricing information (e.g. catalogues, posting of offers and bids) are available in many web-based trading portals, leading to claims by certain scholars that the web is a communications platform without boundaries. Imagine you have just been appointed onto the board of an organisation as the Director of Strategic Technology Management. The board has tasked you to review the groups international technology strategy and to develop a comprehensive plan for the company to take advantage of the digital age. Using an organisation with which you are familiar, develop a commercially viable and coherently written strategic technology plan. Answer: Executive Summary Globalization has emerged as the platform for businesses to offer their services to customers from across the planet. In facilitating and making globalization a possibility, internet has played a very crucial role. The following report evaluates the opportunities as well as challenges which Internet presents for businesses to manage their global operations and offer new areas of business as well as increased revenues from their existing operations. In an attempt to do so, the report evaluates the latest through managerial position of Director of Strategic Technology Management at a COMPANY which I am offered. It comprises of a strategic evaluation of the existing technologies which the business has been using and the SWOT analysis of their existing profile. With a view of existing infrastructure and needs for expansion and increased efficiency the report offers a set of plans for future growth in the business. Introduction During analysis of the effect of internet in the global markets and small businesses it is important to note that internet offers information along with commerce. With the effect of instant information it has made it a powerful tool and comes with the ability of reaching customers from across the world. However, there are certain needs which have to be well scrutinized to understand whether or not their online presence and its expansion could be a right move. 1. Product Development: Previously, businesses used to exchange information by the use of telephone, television or the print forms. Although, the bigger businesses had the access to newer technologies, smaller business had to hunt for information on their own (Cape Gemini n.d.). With internet it would allow the small business to access information about new product developments and technological advancements which could enable them to improve their products and compete with even bigger organizations. 2. Information Exchange: The manner in which small businesses exchange information has changed drastically as internet has become quite popular. Previously businesses did not have the resource for arranging large meetings with developers or suppliers which would need air travel as well as accommodation expenses. With facilities like email, video conferencing and exchange of documents collaboration with developers as well as vendors from across the world has become inexpensive and offers a wide option for exchange of the required information (White House 2012). 3. Marketing: Marketing is another significant area which Internet facilitates. It has made marketing cost effective and enhanced the ability of any organization to reach a global audience at a very cost effective manner. A company can use its corporate website as a marketing resource for the company which is accessible to people from across the world. Social Networking websites on the other hand serve as a great platform for interacting and promoting products to millions of potential clients at no extra costs (EY n.d.). 4. Monitoring: Internet has also played a key role in aiding monitoring the business from virtually anywhere possible. On a trip outside the main operating area of the business, the owner now has the option to stay in touch in a real-time contact with their office by the use of inline chat or emails to exchange and get processed. This has added to the flexibility and freedom for pursuing business opportunities while still maintaining the control over the business. With these areas in mind, as a Director of Strategic Technology Management of Flybe I propose the idea of strengthening the IT infrastructure and making the collaboration of carrying the business from other nations in an attempt to take advantage of the digital age and expand its operations beyond UK (We Forum 2014). Strategic Technology Plan The following is an evaluation of the existing policies and strategies which Flybe as an airline company based in UK adopts as a part of utilizing the digital innovation to facilitate its business operations. It includes the SWOT analysis of the company and is followed by a recommended plan for improving the overall strategic technology management within the company (Business Model Community 2010). Current technology adopted by Flybe Being the largest European airline, Flybe presently has outsourced its customer call center functions to Sitel which is a leading global business process outsourcing provider. This association integrates the existing customer service team which allows the customers to get a premier UK based call center. The reason to outsource this division is to enhance the standards of offering high standard services (Flybe n.d.). This has aided the company to offer an advanced level of customer care services and retain the skills of the current workforce. Flybe partners with Maxymiser which serves as a partner for offering unified customer experience optimization for developing a long term strategy for improving customer experience across digital channels. This plan had worked quite well to help the airline transform its customer engagement. The partnership also helped in optimizing the mobile channels and bringing a greater personalization into customer engagement for the company. Presently over 80% of the bookings which the airline gets is by the use of online bookings which makes itmore than important to optimize the channels of online business for improving customer experience and building consideration for increasing the conversion rate of a customer. The brand objectives of the airline is communicating with the message of being a regional airline and sowing the seeds for people to consider that Flybe offers a viable alternative in comparison to road and rail. The optimization of the campaigns with Maxymiser is the heart of their efforts and is largely focused in improving the conversion rates by enhancing customer experiences. The collaboration of the airline has developed a roadmap for campaigns across the desktop sites and has a clear focus for improving conversions (Exeter 2010). An example of success with this tieup is the early campaigns which examined seat availability messaging at the 1st step of booking funnel. The campaign had generated huge reve nues for the company where they tested key business hypothesis which would offer an addition of urgency messaging and highlight to the customers when seat availability would go low and in turn make a customer more likely to purchase. It helped in improving customer experience as the company did not focus on sending urgency messaging where customers while making a purchase might get a message while they reach the checkout. Hence, the company offered information in advance to motivate the customers to make quick buying decisions (Arrow ECS n.d.). Digital technology has been a part of the companys regular operations. Internet marketing as well as social media profiles of the company offer customers a lot of information about the offers and services. Using the digital channels the company offers customers an option to book their tickets online or through any internet enabled gadgets. Collaborations and introduction of new technologies has been a consistent policy which gets reviewed at the company from time to time. However, in order to grow and reduce costs, the company would still need to adopt several new age innovations to improve their operations and customer service (EMC 2011). SWOT analysis Strengths Weaknesses 1. With experience of over 25 years, Flybe is known to be an innovative quality service provider at low prices. 2. Being a regional airline in UK has helped it to avoid intense competition and achieve a high spontaneous brand recall 3. Has a highly credible and socially committed image in UK (Embraer Commercial Aviation 2011). 4. Has a very young fleet which has ensured that the company has reduced its costs of operations and offer a faster turnaround. 5. Has a very unique scheme for earning through advertisements which is pretty difficult to emulate. 1. Having a shorter flight length has been a factor when it comes to average fares. 2. Its business model can become blurred over time with more competition and consolidation within the industry. 3. Low load factor of only 68% despite having a small fleet capacity. 4. Despite having an innovative nature, the ancillary revenue is pretty small and stands at 5%. 5. Dependence on a very few suppliers of aircrafts is a risky proposition when it comes to problems from the suppliers ends (EM TEQ 2010). Opportunities Threats 1. As the airline practices region-based model which is not like LCC, it has the opportunity to expand its operations to the other European nations. 2. The number of business class travelers in the coming years is expected to increase due to the increased entrepreneurial activities. 3. Acquisition of BA connect has made it venture into new additional routes. 4. IPO has the potential to open up new avenues for mergers and acquisitions (Swiss 2012). 5. The withdrawal of traditional airlines from less traffic routes can be another opportunity to expand. 1. Terrorism and catastrophic loss could result in lesser air travel and further loss of infrastructural support. 2. Imitation of offering some frill features which are offered by the traditional airlines could be detrimental for the company. 3. Flybe has a direct competition with the price of the railways, it makes it vulnerable for demand and supply conditions in the passenger market. 4. Cost cutting techniques by most of the popular airlines in the competitive routes might affect passenger volumes in the maturing markets (Aircraft Commerce 2005). 5. Increase in the fuel costs as well as environmental taxes may lead to increase in fares which could trigger industrys latent price elasticity of demand. Discussion of growth opportunities in the field of technological advancement 1. Increase in digital travelers: 2014 has been yet another year which saw a revolution in the field of digital innovation. Over 1 billion people have Facebook accounts and over 200 million tweets are sent over Twitter every day. As per estimates 9 out of every 10 online leisure passenger has high speed internet access at their homes (Evoke 2013). Moreover, the worlds airline passengers are mostly the online citizens which empowered by extensive adoption of various customer technology devices. Passengers are expected to spend more time on internet in future which would be much more than watching a TV. This means the future offers airlines a virtually new domain to fight out competition and make their digital services highly advanced. Therefore, marketers at Flybe would need to pull its socks and enhance their digital innovation and its associated services (Red Hat Grid n.d.). 2. Flexible booking options: It is only when a customer has complex set of experiences when the traveler likes to switch over to offline modes. The future would see more customers book their tickets and holidays using the online channels and the number of customers through smartphone or other internet enabled devices is set to increase. Customers prefer to get regular updates regarding their travel bookings, flight status, and other related information through the company. No longer a customer would like to search for relevant information but would be pleased to get information at times when they need them the most. Thus Flybe would need to further enhance its customer services and increase the level of customer centric approach. It would be more like the customer would find it as easy as buying a coffee. 3. Price Wars: There would be two kinds of customers which would be the leisure travelers and the business executives. Both the segments would be further classified as low cost and high end customers. However, the future would largely be dominated by the costs a customer pays and the service he gets. 4. A new breed of customers: With the transformation which has been in place and the increased use of digital innovation, there is expected to be a new breed of customers in future. These passengers would range between the age of 22 to 35 and be named as the Generation Y. The passengers of this group would be more likely to be graduates or a part of an organization. They would be having disposable income which they are expected to use in increased travel opportunities. Being a sizable audience which would be about 34% in UK the focus would shift towards Baby Boomers or the Gen Y. These customers are the ones who would have a lifetime for buying tickets ahead of them. They are the generation which can be regarded to be one of the 1sts to grow with internet integrated technologies around their live. Be it using high speed internet, laptops, smartphones, etc. they would be expert in almost all the latest technologies (IATA 2013). 5. Airline distribution and eCommerce strategies: As mentioned the Gen Y would make the airlines to have a mobile 1st strategy which would be visible to its audience. They believe would now shift to the aspect that answers to virtually any query or service is available to them with the endless digital content which is available to them. The digital innovation has gone so far that in absence of a particular thing which they require, they would be well equipped to create such a platform to serve to their needs. eCommerce would boom and customers are more likely to buy anything and everything online despite having the access to buy them offline. Airline and holiday booking services are among the largely booked services. OTAs would be a vital element for airline choices, reputation of lower fares as well as contemporary marketing images. Airlines would need to anticipate that they would need to work aggressively for changing the younger audience behaviors and earn their channel of loyalt y. Plans for future growth The following section proposes the implementation of various processes in an attempt of improving the digital innovation and use of technology at Flybe. Integrate technologically advanced ways for operations Flybe would need to integrate new elements of technologically advanced systems in both its operations and customer management. The key constituents for the same would be: 1. Ability for various distribution components like inventory and sales which should be extracted by the reservations/ PSS cores and run in an independent manner. 2. Ability of passing cookies and tokens for identifying traveler by third party distribution systems among the airlines and its intermediaries (Cape Gemini n.d.). 3. Ability of implementing comprehensive software which would support dynamic pricing or faring approach which would reduce the need for the airlines to file fares. 4. Use APIs for linking disparities in the reservation systems for extracting and assembling ad hoc itinerary and fare options like combination of a network airline and a LCC in between The Future of Airline Distribution. 5. Integrate advanced ERP and CRM business database and solutions by the use of Oracle or Concur which would allow the enterprises for tracking corporate travel spending at different level (EY 2014). Transform the Distribution networks The dimension for distribution is way different from what the conventional systems of selling products was used by airlines before. Flybe would need to utilize third party channels for enabling airlines for distributing their products and replace the conventional form of distribution by channel-based and value creating commerce. The distribution team of the airline would be a part of the commerce department and would be likely to be the part of the marketing team as well. The focus would now shift from pushing the products towards identification and choosing of relevant commerce channels as well as technologies which the airline needs to strategically and cost effectively generate revenue. Airline commerce would also not ignore the legacy and look to businesses outside the airline industry as a part of inspiration and ideas (Business Model Community 2009). For instance, search engines are aware of the data about what users search for and view, their respective locations and the platforms they are using. Similarly, companies like Amazon has all the data of its customers which includes addresses, transaction histories, forms of payments used, etc. Another key derivation which the company can use is from the social networks which allows people to share ideas, information and opinions. Flybe should make an effort to transform the way in which the needs to travelers are catered to. Travelers would be provided the same degree of flexibility, responsiveness and control when the play, shop and book their flights. Basically the airline commerce would incorporate experiential elements in its commercial platforms which would include the ones which belong to third parties which would enable them to effectively deliver a great selling experience to the passengers (Surrey 2003). Invest in online promotions and rank better for all services on Google A common proverb which says Google would do everything but fly your aircraft. The company would need to start focusing on its online promotions and particularly focus on getting better rankings on Google. Google as we know participates in almost each and every aspect of the airline distribution, eCommerce and marketing. Even the Google Chrome browser is the most widely used web browser in the world today. It offers metasearch by Google Flight Search and owns the ITA software. ITA software as we know sells airline pricing and reservations software. The company also offers a large range of social media platforms like Google+, Picasa and YouTube. Moreover, Google Maps and Google Earth also help the travelers plan as well as navigate through their destinations which includes the famous Google Goggles for the airports. Therefore, it would be wise to invest in technologies and systems which pleases the search engine giant. A lot of business i.e. bookings would be dependent on the rankings which the airline gets over the search engine. It would enable the airline to build a linking platform among the airline and the customer (Amadeus n.d.). Offer a value creation hub Flybe would need to evolve its commerce platform which would support extensive fare as well as product transparency, dynamic pricing, rich basic as well as ancillary product merchandising and retailing. The advanced system would add the ability of reliably as well as securely processing massive volumes of shopping sessions. This would be largely seem to be a value creation hub which would represent the evolutionary pivot from the GDS approach. The airline would be using the new generation of airline commerce technology infrastructure for powering airline CRS host systems. It would further facilitate in reduction of speed and lengthy as well as costly distribution of conversion (Europa n.d.). Conclusion The coming age would be more dominated by the use of technologically advanced customers who would rely on services which add ease to their needs. Flybe being one of the leading airlines in Europe, would need to enhance its strategies for including digital innovation as a part of their regular business. The company has been aware of the needs which is evident from the policies and collaborations which they have done in the past. In the coming years the competition and the ways of in which the competitors would be using technology to keep ahead of the others would also revolutionize. References 1. Cape Gemini, The Digital Advantage: How Digital Leaders, accessed on 28th January 2015. 2. EY, How organizations must adapt to changing consumer behaviour, accessed on 28th January 2015. 3. We Forum 2014, Delivering Digital Infrastructure Advancing the Internet Economy, accessed on 28th January 2015. 4. Business Model Community 2010, Business Models, Business Strategy and Innovation, accessed on 28th January 2015. 5. White House 2012, Consumer data privacy In a networked world: A framework for protecting privacy and promoting innovation in the global digital economy, accessed on 28th January 2015. 6. AAU 2013, The Impact of Digital Technologies on Innovations in Retail Business Models, accessed on 28th January 2015. 7. UCSD 2006, Innovation diffusion in global contexts: determinants of post-adoption digital transformation of European companies, accessed on 28th January 2015. 8. Flybe, Annual Report 2013-14, accessed on 28th January 2015. 9. Exeter 2010, Corporate Social Responsibility among Low-Fares Airlines: Current Practices and Future Trends, accessed on 28th January 2015. 10. Arrow ECS, Protecting Credit Card Information with the Right Approach to Log Management, accessed on 28th January 2015. 11. EMC 2011, Protecting credit card information with the right approach to log management, accessed on 28th January 2015. 12. Embraer Commercial Aviation 2011, Flybe Maintenance The View From Above, accessed on 28th January 2015. 13. EM TEQ 2010, Flybe Upgrades Dash-8 Fleet with EMTEQ LED Lighting, accessed on 28th January 2015. 14. Swiss 2012, Swiss-AS wins order from Europes largest regional airline, Flybe May 2012, accessed on 28th January 2015. 15. Aircraft Commerce 2005, The savings in distribution, pricing, marketing revenue accounting, accessed on 28th January 2015. 16. Evoke 2013, alternative Training Qualification programme (aTQp), accessed on 28th January 2015. 17. Red Hat Grid, Flybe Builds Resilient IT Infrastructure with Red Hat Enterprises Linux and Jboss Enterprise Middleware, accessed on 28th January 2015. 18. *IATA 2013, Future Airline Distribution Report, accessed on 28th January 2015. 19. Cape Gemini, Digital Transformation A Road Map for Billion Dollar Organizations, accessed on 28th January 2015. 20. EY 2014, The Digitisation of everything: How organizations must adapt to changing consumer behaviour, accessed on 28th January 2015. 21. Business Model Community 2009, Business Models, Business Strategy and Innovation, accessed on 28th January 2015. 22. Surrey 2003, eAirlines: Strategic and tactical use of ICTs in the airline industry, accessed on 28th January 2015.